Mexico appoints new tourist board CEO

The founder of a business specializing in travel marketing has been named CEO of the Mexico Tourism Board, replacing Rodolfo Lopez Negrete who said last month he was stepping down after six years leading the organiation.

Lourdes Berho was chosen by Mexico’s tourism minister, Enrique de la Madrid, and approved for the post by Mexican president Enrique Pena Nieto. Her post begins July 1.

Berho, who has 25 years of experience in tourism, marketing and communications, founded Alchemia, a marketing communications company focused on travel and tourism, innovation and sustainability.

From 2004 to 2008, she was CEO of Conde Nast for Mexico and Latin America, and after that served as vice president of commercialization for Grupo Banamex — Citi, a financial services company.

Alex Zozaya, CEO of Apple Leisure Group, has worked with Berho in the past.

“She always showed professionalism, talent and passion on any project she was engaged in,” Zozaya said. “Lourdes has a great understanding of marketing, particularly when it comes to travel and especially on selling and promoting Mexico. She has been doing this successfully for the private sector in the past. Lourdes is a great ambassador of Mexico and a very good liaison between the government and the private sector.”

Berho has a bachelor of administration in business administration and advertising from Pepperdine Universtity in Malibu, California.

De La Madrid thanked Lopez Negrete for the “valuable contributions” he made during his tenure.

CORRECTED: This report was updated to correct the name of the organization; it is the Mexico Tourism Board. It also updated the number of years Lopez Negrete led the organization.